i suppose thats what advertising is all about: show the good sides, hide the bad sides.

but why all the wordk and gather REAL opinions? if they are filtered, they aren’t real either. so they could use some scripts that generate “opinions” by taking cool-sounding comments and replacing the subject by the product names.

the result would be the same.

Will be interesting to see which brands embrace this most quickly (Twitter brands like Virgin Air, JetBlue, Zappos) and HOW. Interactivity on Twitter is one thing, since it is fleeting and non-committal. Blending that with Social Media interactions, say on FB, is another. Those brands that let users share a piece of themselves with the brand and have the opportunity to be most embraced.

Jones Soda would be an excellent case study for Social Media, given how much that cult-ish community feels like they own the brand.

For example, you noted how companies would be able to weed out negative words. However, I think it’s beneficial for a end user of the ad to see what those negative things are being said about the comment. So there should be an addition to allow the Ads that people are forced to see, the ability to interact with that ad. Ex. “Search For Bad Reviews of Dove Soap” –something like that.